I know they bought a whole lot of the series hoping to put them in special 'collectors tins' and sell them as a limited edition set, but when the stock arrived, they didn't actually fit the tins. Maybe this is their way of getting rid of that stock? Only conjecture of course.

If they're going to practically give them away for a buck a pop, maybe they should just, you know, GIVE them away?!
They'd make a great gift with purchase (buy any TV boxset and get a FREE Firefly DVD)which TV Merch were doing with 'Veronica Mars'.
But then again, this may draw in more people to the verse, which is all of the good.

At that price, though, I'm going to order a whole bunch and donate them to the local library. Anyone care to join me?

ETA They also have 'Angel' Season 1: Disc 1 and 4, Season 2: Disc 1, 2 and 4 and Buffy Season 2: Disc 2 for $1. And the 'Spike' and 'Willow' collections for $1.92.
There goes my DVD buying embargo...